marketing measurement & optimization

Legacy marketing tactics and metrics are no longer a sound basis for planning future efforts. What’s needed is an agile approach that allows for adjustments as the market shifts. Read our insights and best practices for marketing measurement & optimization.

Insights

Blog

Pandemic Got Your Marketing Plans Down? Pivot To People-Led Planning

Stephanie Liu 4 days ago
COVID-19 has disrupted school, summer vacations, birthdays, weddings — you name it. It has been equally unforgiving to marketers, whose carefully crafted marketing plans became irrelevant amid store closures, erratic shopping trends, and supply shortages. If there’s one upside to the pandemic, it’s pushing marketers to reevaluate their marketing planning processes. Even the most thorough, […]
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Research Collection

How To Keep Marketing In A Pandemic

Emily Collins August 19, 2020
The COVID-19 pandemic upended the 2020 plans of many B2C marketers — amounting to a projected 28% decline in US marketing spend through 2021. Brands improvised, cutting media spend and adjusting their previous marketing strategies to accommodate rapid shifts in consumer behavior. Many companies, especially those in hard-hit industries like travel and fashion retail, were […]
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Capture The ROI Of CX

With this step-by-step guide and ROI calculator, learn how to build a compelling financial case for CX and measure results.

Podcast

The High Cost Of Cutting Marketing Budgets Now

What It Means August 6, 2020
Marketing resources can be easy targets in an economic downturn. Yet these cuts are shortsighted and put companies on weaker footing long-term, say Vice Presidents Laura Ramos and Keith Johnston. Learn what companies and marketing leaders should do instead in this week’s What It Means episode.
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Blog

Channel Software Tech Stack 2020 — PRM, TCMA, Ecosystem, Incentives, Channel Data, Learning, Readiness, And Pricing

Jay McBain June 26, 2020
Ecosystems don’t run on spreadsheets anymore. Principal Analyst Jay McBain provides a detailed look at the channel software market and its ability to help drive business and relationships.
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Blog

Create Meaningful Measurement, Not A Mess Of Metrics

Srividya Sridharan April 21, 2020
Before we drown in dashboard dystopia, let’s swing the pendulum back to create meaningful metrics and measurement that will move your business forward and at the same time drive the outcomes that your customers want. At Forrester’s Customer Experience North America virtual event on June 16–18, we have an entire track dedicated to meaningful measurement where we’ll explore how both CX professionals and marketers can up their measurement game across six dimensions.
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Blog

Your Global Martech Stack Isn’t Cutting It In China

Xiaofeng Wang April 8, 2020
More and more marketers at global brands in China, such as Coca-Cola, McDonald’s, Volkswagen, and Walmart, are replacing their globally contracted marketing technology (martech) vendors with viable Chinese ones. They have realized that deep localization is the only way to succeed. This requires not only China-specific marketing strategies and local decision-making power but also deep […]
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Blog

Put Your Customer First When Building Your Pandemic-Proof Marketing Strategy

Tina Moffett March 26, 2020
Senior Analyst Tina Moffett provides B2C marketers three short-term strategies to employ during these unprecedented times.
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Blog

Modern Marketers Must Manage Measurement

Rusty Warner March 11, 2020
Measuring marketing performance is not just a tongue twister; it’s hard work. Channel-specific metrics cause headaches, and reporting is a hodgepodge of data sources and dashboards from multiple martech and measurement tools. It’s even harder to align marketing performance metrics with customer-focused business objectives, but marketers can no longer pat themselves on the back for […]
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Podcast

Rebooting The Sales-Marketing Relationship

What It Means February 27, 2020
The sales-marketing divide of old lives on at many companies. Overcoming it is critical to giving today's savvy buyers the seamless experience that they expect. On this week’s What It Means, Phil Harrell, vice president and group director, explains how to bridge the disconnect to drive better results.
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Blog

Marketers, You Might Hate Abiding By New Data Restrictions, But Doing Nothing Isn’t An Option

Tina Moffett February 5, 2020
If marketers don't learn to adjust processes to the rapidly changing data landscape, they risk fines and consumer alienation.
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Video

Use Our Latest Forrester Wave™ To Pick The Best Vendors For Marketing Measurement And Optimization

Tina Moffett January 21, 2020

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Video

B2B Marketing And Sales: Combat Digital Sameness With Video

Nick Barber November 22, 2019

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Blog

Introducing The Forrester Now Tech: Marketing Measurement And Optimization Solutions, Q3 2019

Tina Moffett September 27, 2019
I was recently in the market for a new car. My 12-year-old Honda CR-V was on its last legs. I wanted to upgrade my car with leather seats, a navigation system, and lots of trunk space. The new Subaru Outback fit the bill: Not only does it have navigation but it has Bluetooth technology that […]
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